VisitorView Tourism Suite is a leading solution for analyzing and understanding visitor travel patterns across Canadian destinations. Designed for tourism organizations, municipalities, event venues, retail centers, and other sectors invested in Canadian tourism, VisitorView provides actionable insights to support strategic planning and enhance the visitor experience.
VisitorView utilizes privacy-compliant, anonymized mobile location data, enriched with third-party datasets and advanced analytics, to generate neighbourhood-level estimates of overnight visitors within and to Canada. The platform covers a wide range of geographic areas, including provinces, census divisions and subdivisions, metropolitan areas, and tourism regions.
Users can explore detailed metrics such as the number of visitors, trips taken, and nights spent in each destination, with the ability to compare current trends to historical travel behaviour. The Tourism Suite offers a comprehensive view of three key visitor segments:
- Domestic Visitors: Gain insights into the travel patterns and preferences of Canadian overnight travellers.
- U.S. Visitors: Identify American neighbourhoods with a high likelihood of visiting Canada, supporting target marketing and planning efforts.
- International Visitors: Understand and attract global travellers through detailed international trip data.
By integrating VisitorView with complementary data products like PRIZM® and DemoStats, users can access deeper insights into visitor demographics, lifestyles, and spending behaviours. This powerful combination supports more effective campaign development and execution, strategic planning, including destination development, and data-driven decision-making, ultimately enhancing the visitor experience and driving growth in the tourism sector.
What's New?
Enhanced Methodology and Coverage
- Expanded Geographic Detail for Destinations: Now includes Census Subdivisions (CSD), Census Metropolitan Areas (CMA), and Census Divisions (CD) for more precise and flexible analysis.
- Aligned Methodologies: Consistent modelling across VisitorView for domestic, American and international travellers for holistic comparisons.
- Improved Destination Accuracy: Enhanced detection of overnight stays using advanced cellular network data analysis.
- Standardized Seasonal Definitions: Easily compare seasonal trends with our newly defined framework, in addition to the standard monthly, quarterly and annual views.
- Refined Tourism Filters: Reduce noise from non-tourism movement, and redefined trip length thresholds better identify tourist activity.
Product-Specific Enhancements
- VisitorView Canada: Updated visitor definition now includes travellers venturing 40+ km from home, aligning with industry standards of overnight travellers.
- VisitorView U.S.: Improved origin estimation using two years of Visitor Travel Survey data (VTS), resulting in superior trip matching, and integration of vehicle border entry data to enhance trip estimates.
- VisitorView International: Destination estimates are now controlled at the province of entry level for upgraded regional-level projections.
New Power BI Dashboards
Experience VisitorView like never before with our interactive Power BI dashboards:
- Combine data from the United States, international, and domestic markets for a complete view of overnight tourism activity.
- View top-line destination metrics, including top origins.
- Visualize trends and compare time periods, destinations, and visitors with ease.
- Analyze full PRIZM® profiles for all time periods (subject to license).
These updates are designed to provide more accurate, detailed, and actionable insights, helping you make informed decisions and drive success in your tourism initiatives.
Below are some additional resources linked for your reference: release notes and data dictionaries.
Additional Resources